Yahoo’s New Domain-based Message Authentication, Reporting, and Conformance DMARC and its Implications

Yahoo has announced that it now has updated it DMARC (Domain-based Message Authentication, Reporting, and Conformance) Policy.

The Changes

In simplest possible terms e-mails sent from an Email service provider such as aWeber, that have a From Address which ends in @yahoo.com will be processed as a bounce. Yahoo rationalizes this by citing that the From Addresses which is binded to its yahoo.com domain but not sent from one of its IPs could be an attempt by the sender to pose as a legitimate company in attempt to fraud someone, a process known as phishing.

Though Yahoo means well, the update will have ramifications for many email marketers. Even if you follow sender best practices and people love receiving your emails, you have to make an adjustment or prepare for a drastic loss in email marketing ROI.

The solution

If you use a yahoo.com From Address for email marketing campaigns, stop. Frankly, it’s something that should have been done a while ago. Use a domain that you control, preferably the same one tied to your website.

If you don’t know how to get an email address for a domain you control, contact your domain registrar, such as GoDaddy or 1and1.

1. Who will this affect?

At this point, only Yahoo users are affected. It’s best to use a domain you control for your From Address because other webmail providers could follow Yahoo’s lead.

Update (4/24/14) — AOL has followed Yahoo’s lead and has implemented a DMARC reject policy of their own. Using an aol.com, aim.com, or cs.com From Address in your Sender Property will significantly reduce your deliverability. We strongly encourage you to use your own domain.

Yahoo controls a third of the webmail market. That means Gmail, Outlook and other smaller competitors will monitor the change. If it works, they may follow in Yahoo’s footsteps.

Besides, by not having your own domain in the From Address, you’re losing out on a branding opportunity and an SPF record, which improves email deliverability.

2. How do I change my From Address?

Go to Settings and select “Sender Properties.” From there, you can edit your From Addresses. Remember, changes aren’t made globally. You must change the Sender Property within each Profile. Edit the section outlined in red below:

3. Will the change affect people who have their own domain, but send to Yahoo addresses?

Those senders have nothing to worry about. Yahoo’s new policy impacts only those sending from a yahoo.com address.

4. What about emails sent post update? Has the status of those contacts been moved to bounce?

Your contacts are fine. They did bounce, but they have not entered a bounced status. Vocus adjusted to the change quickly, helping to maintain the integrity of your contacts.